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Providing worldwide fashion week coverage, four creatives took the SHOWstudio picture phone to fashion's four capital cities for the Autumn/Winter 2004 collections, throughout March. Their un-edited, 'virtual broadcasts' were beamed directly onto the SHOWstudio homepage throughout the month, documenting their different perspectives on developments live, as they took place.

"2 days to go, my office upside down and filling up with freebies..."

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Photographer Jean-Francois Carly travelled to New York to report from designer Maria Chen Pascual's first ever stateside presentation, whilst Fashion East's Lulu Kennedy shared her busy week in London. Head of Creative Direction at Selfridges, Susanne Tide-Frater conveyed the more commercial perspective from Milan and finally, producer Sam Gainsbury and DJ John Gosling reported from Paris.

For each of the respective fashion weeks four creatives hailing from different quarters of the industry have taken the SHOWstudio picture phone to record their experiences of the week.

For the first week, designer Maria Chen Pascual collaborated with photographer Jean-Francois Carly to report on the staging of her first ever presentation in New York. From there, curator of cult fashion showcase Fashion East Lulu Kennedy took the baton and shared her busy week in London, ranging from producing the show, attending others including Jonathan Saunders, Preen and Sophia Kokosalaki and partying at various aftershow events. Head of Creative Direction at Selfridges, Susanne Tide-Frater then conveyed the more commercial perspective emanating from the Milan shows before producer, Sam Gainsbury and celebrated DJ, John Gosling took over for the Paris home stretch.